3 Reasons Why Measuring Behavior Versus Purchase Intent Sells More Products | Characteristic

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Brands are now facing more pressure to go fast and manufacture at a low price. But what we’ve learned is that when brands move for the wrong reasons, they leave their audience behind.

While the digital revolution has changed the way people buy in so many ways, the role of marketing means nothing if innovation is driven by convenience. Your fundamental goal should be to understand and influence potential customers.

Whether you want to understand what shoppers want, help your packaging stand out from your competition on the shelf and online, or ensure the success of a new product launch, the information on which you base your key business decisions must begin to emerge. one place: consumer behavior.

Traditional concept testing can’t tell us how a product will perform when surrounded by competition on the shelves.

Shelf packaging is now the most important initial point of contact for brands. The Mobile TouchPoint study tells us that over 48% of shoppers will find a new product in-store before anywhere else, including advertising (11%) and word of mouth (15%).

Measuring claimed purchase intention remains the preferred method of most agencies, but it is outdated and often results in discrepancies that can often cause you to overlook concepts with higher potential.

Adopt a Behavior first ‘ approach for us means performing full blending tests. It means real consumers, real products and real context, combined to indicate and influence real behavior.

And when we understand the real behavior of people, we get greater accuracy when predicting market outcomes, which means more people will buy your product and a higher ROI for you.

People are notoriously poor predictors of their own behavior.

When we looked at two new world-leading grain products, the first showed a stated Top Box intention of 31%, but only observed a 0.8% in-store purchase rate. This is because compliance bias kicks in with the claimed intention, and because the brand and product type were familiar, the intention was high. But, when it came to seeing the product on the shelf, buyers could not perceive, at a glance, an apparent difference between new and existing products, so they did not buy it.

On the other hand, the second product showed a declared intention of less than 21% for the Top Box. This was a new proposal and presented a greater perceived risk because the familiarity was lower. However, the observed in-store purchase rate was 6.0%, as the more distinctive appearance helped disrupt shoppers’ autopilot and garner attention.

When we look at the claimed intent, consumers may find a new product that is appealing, different, or unique. 50-80% will say they want to buy it, but we know that in reality, on average, only 1-10% will.

Human beings will claim all kinds of things – I’ll go to the gym on Monday, only have one drink tonight. What we say we’re going to do and what we actually do are often two very different things.

Whether or not we make decisions in real life depends on four factors: our habits and routines, our first impression of a product, our emotions, and our own cognitive bias.

So, to convert product concepts, brand visions, and consumers’ best intentions into actual purchase, a behavioral approach is crucial. Only behavior can tell how the 50-80% intention will turn into an actual purchase.

Prioritizing behavior keeps you from killing good ideas.

Above, you can see that our behavioral approach was more accurate in predicting market outcomes than traditional concept testing based on claimed purchase intent. In several cases, concept testing predicted that a product would perform well in the market, but our analysis predicted poor performance that was more closely correlated with actual market results. In other cases, concept tests predicted a bad outcome.

Our analysis, on the other hand, predicted stronger market results, which is exactly what we have seen in actual retail.

But if concept testing erroneously predicts poor performance, many potentially successful concepts are rejected before they can see the light of day. A Behavior first ‘ This approach avoids waste, because behavioral science, real buyer insights, or behavior-based artificial intelligence will always tell you more about a person’s real behavior than they can tell you – same.

Likewise, this process helps you identify ideas that people might like the sound of, but which, when placed in real-ray context among hundreds of other choices, fail to cut through and cut through. deliver.

When you prioritize behavior, you clearly understand how buyers buy and can predict results much more accurately than through more rational data collection or traditional concept testing. It sounds obvious, but to drive real performance you need to gain a deep understanding of two key factors: the buyer’s mindset and the category context.

Authors:
Olivier BLANCHET, co-managing director
Matt MICHAUD, Creative Director


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